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Brand Building on the Internet

Consumer packaged foods have found the recipe for a successful life on the Web. Bob Tedeschi reports on New York Tiems (free reg.) about the online branding efforts of Unilever, Kraft and Procter & Gamble.

2 Responses to Brand Building on the Internet

I was glad to finally see someone write about these sites, but boy am I surprised that they do well. I see the URLs on my crackers box and bag of corn chips and it seems like a good idea, but I would never actually visit these sites. Gathering email addresses to market to always seems smart, but honest who is playing a Flash game-let on the Fritos site?! Am I alone in thinking this is crazy? The only reason the big guys are doing well is because they can roll up 100 products into one site so the investment actually pays off.
Oh, and by day I actually run a popular recipe website (http://www.recipezaar.com), and our members always tell us how much they distrust the (handful of) recipes they find on those sites. They plaster the brand name on the products and our folks say they know they can just substitute whatever is on sale…
Sweepstakes and coupons and recipe contests are the ONLY things that I think would work for return visits to these sites. Ultimately I think they could do it all in a good email newsletter…